Fresh Start Wales
Health officials always do it, don’t they? They always go for a message that has little resonance with the people it’s supposed to be targeting. In this case, parents smoking in cars. As with many drink-driving campaigns, it foregrounds a scenario that most people just won’t relate to. If you’re the kind of person who smokes in the car with your children in the back seat, then you’re likely to be the kind of person who thinks that smoking – or at least second-hand smoke – isn’t as bad for you as everyone makes out. By simply being a smoker you’ve already decided to navigate your way around all the negative evidence. Toxins and chemicals and cot death and cancer and hearing problems? Nah.
If it were me, I’d have gone for a simple campaign along the lines of: “If you want everyone to know what a f**king idiot you are, carry on smoking in your car.” That’s the kind of thing that really bothers people – what other people think of them.
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